In ODD ad for Marks & Spencer, knitwear gets us all jumping at Christmas

Even in tough times, M&S can pretty much guarantee to sell six million jumpers each winter, so the retailer is giving the people what they want with a cheerful Christmas campaign that is all about the knitwear.

Created by agency ODD, the ad shows happy hordes of Brits dancing around in their jumpers, with a cast so inclusive that M&S has ditched its regular star, Holly Willoughby, and brought in Monique – the café manager from its Marble Arch store.

The campaign, set to the House of Pain track “Jump Around,” has the common touch but doesn’t lack ambition or budget: the director is Jake Nava, whose most famous work to date is Beyoncé’s “Single Ladies” music video. He’s also worked with Adele, Lana Del Rey, Mariah Carey and Britney Spears.

Nathan Ansell, M&S’s clothing and home marketing director, said: “This year our Christmas campaign really brings the changes we’re making at M&S to life – it’s all about great style and great value for the whole family. We’re backing with confidence our biggest commercial category for Christmas and importantly having some fun with our customers and colleagues.”

Christmas ads so far this season seem to be about cheering us up, not tugging on our heartstrings, and Marks & Spencer’s clothing campaign makes a happy contribution to the national mood.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.